2. Our “Digital Natives” Generation Shouldn’t Disregard 60year-old + Demographic Tech Competencies
Example: My 73 year-old Grandma sent me a Google Calendar invite
4. The Research: What Attracts All Ages to Social Media?
Nielsen Social Media Report 2012
“Why We Connect”
5. The Research: Where Do All Ages Consume Social Media?
Nielsen Social Media Report 2012
How, When & Where
6. The Research: 60+ Are Interested in Social Media
Nielsen Social Media Report 2012
“Why We Connect”
Nielsen Social Media Report 2012
How, When & Where
Although 60+ don’t spend as much time on social media
as other demographics, this service does appeal to them.
So, Why Not Google+?
7. Consumer Insight: TOO MANY APPS!
Google + is underutilized by 60+
• Lack of Familiarity with Social Media
• Lack of Tech Competency
Google+ is underutilized by 60+ because
they don’t see the value of adding
another site to their routine
Image Source: GrowingSocialMedia.com
8. How can we transfer our older Gmail users to Google+?
?
Age Breakdown of Google+ users
Data Source: plusdemographics.com
9. How can we transfer our older Gmail users to Google+?
Age Breakdown of Google+ users
Data Source: plusdemographics.com
•Gmail remains most popular
email server for all ages
• Most interact with Google
daily
Transfer Gmail Users to Google+
Via Digital Campaign
10. Digital Campaign : 3 Reasons Why 60+ Should Join
1
Convenience
•
•
•
•
Most 60+ use email frequently
If not yet Gmail user, quick & easy to convert
Plenty of user guidance
All-in-one: email, post articles, and Google hangout
11. Digital Campaign : 3 Reasons Why 60+ Should Join
2
Connection
• Gmail is the most popular email service
• Google+ circles organize relationships
(e.g. friends, family, colleagues, etc.)
• Keep up with news
12. Digital Campaign : 3 Reasons Why 60+ Should Join
3
Contemporary
Twist
• Enhance familiarity by using nostalgic
appeals
• Frame Google+ as both classic &
contemporary (as a modern media
form indebted to traditional media)
13. Digital Campaign : 3 Reasons Why 60+ Should Join
1
2
3
Convenience
Connection
Contemporary
Twist
•
•
•
•
Most 60+ use email frequently
If not Gmail user, quick & easy to convert
Plenty of user guidance
All-in-one: email, post articles, and Google hangout
• Gmail is the most popular email service
• Google+ circles organize relationships
• Keep up with news
• Enhance familiarity by using nostalgic appeals
• Frame Google+ as both classic &
contemporary (as a modern media form
indebted to traditional media)
14. What We Will Do:
Google + for 60 + Campaign
WHEN : Coinciding with the 60th anniversary of the transistor radio,
Google+ will roll out a new feature – Google + streaming radio.
Use dial to set stations to 50s on 5 for example.
WHERE: On the Google home page
- click Google icon
Popular “60+” content websites – banner ads
Gmail, pop up explains new Google+ feature
Popular Streaming Radio Programs
HOW:
Search Engine Optimization
W-O-M: Friends recommend stations/artists to other friends
Invites to listen to social networks radio
Earned media exposure
15. What the 60+ Campaign Will Look Like
E.G.Use classic imagery & aesthetics like rotary
phones as an analogy for Google+ circles
Editor's Notes
The Pew Research Center graphs an overall increase in social networking among all age groups. It is likely that this trend will continue across all ages. Specifically for the 60+ group, many professionals use one form of social networking or another. As they enter new life stages, they will likely maintain their social network connections.Of note is that this age group has been making steeper gains in the past years. That is, more and more are adopting at a faster rate than younger demographics.
Nielsen Social Media Report 2012 – 55-64 year olds spend
Nielsen Social Media Report 2012 – 55-64 year olds spend
